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从许多获得利润的电影营销经验中可以发现,电影、表演艺术这些需要票房的产业类型,已经不在能仅仅靠着票房来获取利润,票房的利润甚至连维持一个团体或公司的运作都显得困难。因此这些产业中的很多从业者意识到,作为一种意义的产生者,不能仅仅满足于创造作品,还必须将作品发展成为一个主题,一种品牌,而其他的产业靠着延伸这个意义的核心,发展商业机制,开拓市场,通过作品来宣传与吸引消费者注意,用其他相关产品获取商业利润,之后再将利润回到意义生产的中心团队。而这“其他相关产品”即为“电影衍生产品”。
From many profitable movie marketing experiences, it can be found that the types of businesses that require box office, such as film and the performing arts, are no longer able to make profits on the box office alone. The profits at the box office have even made it difficult to maintain the operation of a group or a company. Many practitioners in these industries, therefore, realize that as a producer of meaning they can not simply be content with the creation of the work but must also develop the work into a subject, a brand, and the rest of the industry, by extending the core of that meaning , Developing business mechanisms, developing new markets, promoting and attracting consumers’ attention through works, obtaining commercial profits from other related products, and returning the profits to the center team of meaning production. And this “other related products ” is “movie derivative ”.